Business Directories

Ford debuts film to back breast cancer awareness

Kuwait, December 6, 2012

Ford Middle East debuted the film FIVE last night in Kuwait to support global breast cancer awareness.

The film, which will be screened across the region, is made up of five short films and explores the impact of breast cancer on five very different women. Through an interconnected story, the movie uses humor and drama to focus on these women and their lives throughout different stages of their diagnoses.

The stories explore the effect that the disease has on relationships and the ways in which each woman copes with her emotions whilst searching for strength, comfort, medical breakthroughs and ultimately a cure.

FIVE was sponsored by Ford and directed by five Hollywood celebrities, including Jennifer Aniston, Alicia Keys, Demi Moore, Patty Jenkins and Penelope Spheeris.

The screening is one of the many activities that Ford Middle East has brought to the region this season as part of the global breast cancer awareness campaign through Warriors in Pink, powered by Ford.

Dr Labiba, executive director of Medical Affairs for Hayatt - Rouqaya Abdulwahab Alqatami Breast Cancer Foundation, said: “We are delighted to have partnered with Ford Middle East for this awareness activity. We appeal to all women and men to take early detection seriously and face their diseases and fight them courageously as the characters in the movie FIVE did.”

Laila Alghanim, president of the Foundation, said: “It is only due to companies like Ford who peruse CSR activities that Hayatt benefits from good donations which goes towards the worthy cause.”

Warriors in Pink is dedicated to promoting breast cancer awareness across the globe and Ford is proud of its 18-year support of breast cancer awareness through many global initiatives.

Launched in 2006, the campaign recognizes the strength and courage it takes to deal with the everyday challenges of fighting breast cancer. It embodies hope, strength and courage and is about women and men finding strength within themselves – their inner warrior – at a time they need it most.

“Ford is dedicated to making a difference 365 days a year by encouraging women to become informed and visit their doctors, educating them that early detection saves lives,” she added.

“The movie FIVE has captured the strength and courage it takes to deal with the everyday challenges of battling breast cancer day in day out and we hope that this screening encourages both women and men to schedule regular checkups and we are grateful to the Hayatt Breast Cancer Foundation, Cinescape cinemas and Arabian Motors Group for partnering with us on this activity.”

Mohammed Salah Khuzam, General Sales and Marketing manager of Arabian Motors Group, the Ford and Lincoln importer-dealer in Kuwait, said: “Prevention can save lives, and it can only be accomplished by spreading awareness. Ford’s Warriors in Pink campaign has touched the lives of many, and we support this cause. This year, we aim to reach an even higher number of people to try and ensure that the message gets heard whether it’s through a movie or a campaign.”

In addition to experiencing the movie, guests at the event also enjoyed the photographer which captured all attendees at the event and Henna artists providing tattoos of the Warriors in Pink, signs which symbolize a variety of emotions including strength, courage, and unity which are all required in the fight against the disease. – TradeArabia News Service